Marks & Spencer breaks new ground by being the first major UK retailer to introduce stoma knickers, demonstrating a commitment to diversity and inclusion.
- The launch is set for August 10 online and in selected stores, resulting from collaboration with women living with stomas and Colostomy UK.
- The initiative was driven by M&S employee Jiggy Sohi’s personal experience with a stoma, alongside suggestions from other employees through the ‘Straight to Stuart’ scheme.
- M&S offers these knickers in various colors and price points, exempting them from the 20% VAT.
- The company emphasizes comfort, support, and style, as it continues its leadership in inclusive lingerie.
Marks & Spencer, a leader in the UK’s high street market, is setting a precedent by introducing stoma knickers—specialized underwear designed for individuals living with stomas. This marks them as the first major retailer in the UK to offer this inclusive solution, revealing their commitment to addressing the diverse needs of all customers. The initiative stems from a unique fusion of professional collaboration and personal experience, epitomized by M&S’s onboarding manager Jiggy Sohi and other employees who have contributed ideas through the ‘Straight to Stuart’ platform.
Scheduled to be available both online and at select retail locations from August 10, these stoma knickers are the result of intensive design efforts by M&S’s in-house lingerie team, working closely with Colostomy UK and directly with women affected by the condition. Hand-in-hand, they have crafted garments meant to deliver unparalleled comfort and support, while maintaining the functional and stylish elements akin to other high-quality lingerie offerings.
The inspiration behind this venture is deeply personal. Jiggy Sohi, influenced by her life with a stoma, identified a conspicuous gap in the market. Her resilience and determination to create a change spurred the development of these products. M&S’s ‘Straight to Stuart’ suggestion scheme, allowing employees to share innovations directly with the CEO, played a crucial role in transforming this vision into reality.
As a part of their offering, M&S stoma knickers will be sold in packs of three, offered in four color variations. Prices begin at £18 per pack, adhering to M&S’s inclusive pricing strategy. Notably, these products are exempt from the 20% VAT typically applied to similar goods, reinforcing M&S’s commitment to accessible pricing.
Soozie Jenkinson, head of lingerie design at M&S, emphasized the company’s dedication to inclusivity and customer satisfaction. By aligning with Colostomy UK and engaging directly with customers, M&S has focused on creating lingerie that not only fits well but also empowers women, making them feel confident and beautiful.
M&S has taken a significant step towards inclusivity with their new line of stoma knickers, setting a benchmark in the high street retail environment.
